艺术与社会科学杂志

Impact of Mobile Phones TV Commercials on Consumers’ Behavior

Abstract

Iqbal Ammara

The purpose of this research is to investigate the impact that mobile phones’ network commercials broadcasted from TV incur on consumer’s behavior. The proposed research work examines consumer behavior on three levels, i.e. knowledge, attitude and practice. The researcher has found out that how these networks commercials compel consumers to react at different levels. The major hypothesis of study is” the more exposure to TV commercials of mobile phone networks, the greater impact/persuasion there would be in consumer behavior”. The study was conducted in Lahore and it investigated the “impact of TV commercials on consumer behavior” through survey using questionnaire as a tool of data collection. It will target 200 consumers (100 male, 100 female) along with demographic characteristics like gender, age and income of the respondents. For this research, researcher will select three demography of the sample, like gender, income and education. For gender, the researcher will select male and female, for income, both low and high income sample will be selected and lastly for education, both low and high educated sample will be selected. For this research, the researcher will select various demographic features as well. The statistical test Chi-Square will be used for testing the hypothesis. The results and findings will be discussed in the light of societal justifications and empirical evidences available. The findings of the study revealed.